EE’s new research shows Brits increasingly juggle multiple Christmas celebrations, relying on tech and the network’s first festive campaign, Hosting and Guesting, to stay seamlessly connected.
Brits are officially “doing the double” this Christmas, as new research from EE shows families nationwide will juggle multiple celebrations – and rely heavily on tech to keep the whole festive shuffle running smoothly.
According to the study, conducted by OnePole on behalf of EE, more than half of people (54 per cent) will host loved ones, while 47 per cent will spend Christmas as guests elsewhere, and nearly one in three (27 per cent) will do both on the same day.
EE’s data highlights how central connectivity has become to modern Christmas traditions, as a huge 88 per cent of Brits now say the holiday is more about connection than gifts, with three-quarters (74 per cent) believing technology helps them feel closer to others.
And EE’s mobile and broadband networks offer a detailed snapshot of what that looks like: families streaming festive films, unboxing and testing new consoles, video-calling relatives abroad, and sharing updates across WhatsApp, Instagram and Snapchat as they criss-cross the country.
To mark these findings, EE has launched its first-ever Christmas campaign, Hosting and Guesting, created with Saatchi and Saatchi.
The festive film captures the chaos and warmth of a two-household Christmas – two dinners, one day – showing how EE’s network keeps everything running smoothly from the living room to the motorway.
EE’s network data paints a clear picture of Britain’s hyper-connected Christmas.
Travel spikes sharply between 20 and 24 December, with the M25, M1 and M6 ranking as the busiest routes for on-the-move mobile activity.
Once people settle in, YouTube becomes the country’s digital heartbeat, topping both downloads and uploads as families stream films and share festive videos.
On Christmas Day, calls and texts surge to Ireland and Australia, reflecting the UK’s far-flung family ties.
Inside the home, broadband use jumps 17 per cent, with peak data volume climbing more than 26 per cent as households fill with guests streaming, gaming and running smart devices.
Gaming traffic alone rises 30 per cent – and stays elevated well past Boxing Day – underscoring just how central connectivity has become to the modern festive season.
Kelly Engstrom, EE’s Director of Brand and Marketing Communications, said the campaign celebrates “the reality of the festive juggle” – and the role EE plays in keeping families connected through it.
EE reveals how Brits connect at Christmas as network releases first-ever festive film
